USE OF COMMUNICATION TOOLS IN THE PROMOTING GOODS ON THE MARKET (ON THE EXAMPLE OF THE NIKE BRAND)

Abstract

The article examines the peculiarities of the sportswear industry as one of the profitable and promising sectors of the economy. The main emphasis is on the most famous brands of sportswear, shoes and accessories. It has been determined that sports marketing allows marketers to use the popularity and attention of sports to promote a brand or product. The ranking of the world's largest sports brands by the value of their sales in 2023 is presented. It found that more than half of all sales came from sports giants such as Nike, Adidas and Puma. An analysis of the work, positioning in the market and interaction with consumers of the Nike company, as one of the leaders of this industry in the world market, was carried out. The company's revenues and their structure by world region were analyzed. The specifics of using the company's marketing strategies in different countries have been clarified. It is determined that the Nike company actively uses modern social networks such as Instagram, Facebook, Twitter, LinkedIn, TikTok, YouTube and Reddit to conduct business and promote its ideas and products, which allows to achieve effective results of promoting and informing a mass audience. At the same time, the company engages the audience by using various forms of content, including videos, graphics or other types of multimedia to demonstrate its products and stories. It has been revealed that Nike uses sponsorship to maintain its position as the most recognizable sportswear brand. The company has a large number of sponsorship agreements with various leagues and associations. The features of the company's cooperation with well-known sports clubs and individual athletes are described. A brand is found to use a number of promotion strategies such as influencer marketing, sports event sponsorship and advertising to create strong emotional connections with its customers. An attempt was made to analyze the increase in brand awareness based on its sponsorship of teams at the European Football Championship, which will be held in Germany in the summer of 2024. It has been established that advertising at this stage of sports development is one of the main marketing tools for sports brands, which can activate demand and increase motivation to buy.